Unveiled on March 4, 2021, ‘City Escape’ is the (latest) iteration of Tourism Australia’s ‘Holiday Here This Year’ campaign that designed to promote travel to and within Australia’s capitals which have suffered badly from the effects of the pandemic compared with regional centres.
The ‘City Escapes’ campaign features Tourism Australia’s ambassadors comedian Hamish Blake and his entrepreneurial wife, Zoe Foster Blake and reflects the next chapter in the tourism industry’s recovery.
The ‘City Escapes’ campaign instalment sought to remind Aussies of all the things their cities are known and loved for by travellers around the world. Therefore, creating desire and demand for travel continues to be more important than ever.
According to Tourism Australia, with international borders remaining closed, the major cities need support from Australians by booking a city escape, which in turn will help to support the thousands of city-based hotels, restaurants, bars, cultural attractions and experiences that rely on tourism for their livelihoods.
The new activity comes in response to overnight trip expenditure decreasing by 34% across Australia in the year ending September 2020, a loss of $27.1 billion compared to the previous year. Major cities including Brisbane, Gold Coast, Melbourne, Sydney and Perth experienced the most significant decline.
Consumer confidence in the tourism market has slowly begun to rise after sudden border shutdowns in response to Sydney’s COVID-19 threw Christmas travel plans into chaos. Tourism Australia’s most recent travel sentiment data from February found that 59% of Australians are thinking about or actively planning their next holiday.
The ‘City Escapes’ campaign instalment will be rolled out across a range of channels including TV, print, online, social media, content partnerships, search, radio, cinema and outdoor advertising. The campaign is also being supported by a range of key partners including Qantas Holidays, Mastercard, Ticketek and Trip.com Group.
As part of the campaign, assets and information for the ‘City Escapes’ campaign are also being made available to the local tourism industry to use in their own marketing initiatives.